Video Marketing Blog

Which magazine is the best at attracting loyal fans on YouTube?

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Subscriber Conversion = Loyal Fans

In our latest report on Consumer Magazines on YouTube, we study the “metrics that matter” to tell you which magazine channels are winning on YouTube (and which ones aren’t). One of the essential metrics we analyze in the report is Subscriber Conversion.

Conversion is an expression of how many subscribers a channel generates for every million views it gets (Subs per MMV). Conversion is a terrific measure of channel health. High conversion rates mean that viewers like a channel’s content enough to be notified every time something new is uploaded.

So what is a good conversion rate? The average conversion rate on all of YouTube is just under 3,000. The average conversion rate for the magazines studied in our report is 3,314. This means that there are 75 magazines in our study that are performing at least 2.5 times the average on YouTube.

So who are the Top 10 performing magazines by subscriber conversion on YouTube? It might not be what you’d expect!

10. Scale Model Addict (CA) – 17,601
ScaleModelAddict
9. ImagineFX ­(UK) – 18,595
ImagineFX
8. Women’s Health – 20,506
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7. Entrepreneur – 20,554
Entrepreneur
6. Juxtapoz – 20,610
Juxtapoz
5. Foreign Affairs – 22,423
ForeignAffairs
4. Ski Magazine – 22,864
SkiMag
3. McCall's Quick Quilts – 28,123
Quilting
2. Architectural Digest  – 31,745
ArchDigest
1. Runner’s World – 135,768
RunnersWorld

These magazines are making the content that their viewers want to see – yet many of them are still unsuccessful channels. How could this be? You’d have to see where they rank according to the other metrics studied in our report – how do they stack up on views, likeabilty, TVi score, etc? What you find out might surprise you!

Download the full free report here: http://hubs.ly/y0gWcB0

Topics: YouTube Channel Analytics YouTube Content Strategy

Breaking Down the TVi Channel Report: TVi Score

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What is a TVi score?

We’ve reached the last installation in the Breaking Down the TVi Channel Report series! All of the metrics we have studied so far combine to produce a Touchstorm Video Index Score – TVi score for short.

So, what is a TVi score? Touchstorm is categorizing the entire YouTube platform, profiling millions of YouTube channels and has created the Touchstorm Video Index Score -- TVi for short.

A TVi score is the single measure of the overall health of a YouTube channel on a scale of one to a thousand. It rolls up a myriad of qualitative data points. You can think of it like a FICO score, only for YouTube.   

The TVi Score balances the “metrics that matter” to produce one number that represents the healthiest and best performing YouTube channels. To recap, these key metrics are Views, View Density, Subscribers, Subscriber Conversion, Likeability and Best Channel Practices.

The TVi Score shows how well a YouTube channel is producing engaging content and using it to generate a following. This neutralizes anomalies such as “the-biggest-budget-wins” and one-hit wonders, and recognizes good channel management and audience impact. 

It also enables comparisons between any channel in a “conversation” with others in the same “conversation,” or across the board. This shows brands and channel owners how to compete, and shows advertisers where to put ad dollars. 

Here’s a screenshot from a report we ran on YouTube star Pewdiepie. He’s doing exceptionally well, with a TVi score of 823. 

PewdiepieTVISCORE

 

So how is your channel doing on YouTube? To find out, get your own TVi score at tvi.touchstorm.com.

 

Topics: YouTube Channel Analytics YouTube YouTube Ratings

Breaking Down the TVi Channel Report: Best Channel Practices

BestChannelPractices

Welcome to Part 7 of the Breaking Down the Channel Report Series

We’re breaking down the “metrics that matter” in your customized Channel Report, which you can run at tvi.touchstorm.com. We’ve already talked about Views, View Density, Subscribers, Subscriber Conversion and Likeability. Now let’s take a look at Best Channel Practices – and what that really means.

“Best channel practices” means many things, but current TVi scoring is primarily concerned with the frequency of video uploading, and whether or not videos have been taken down.

The healthiest channels upload content constantly and at a cadence — once a week or even more, and usually on the same day every week.

On the other hand, taking videos down (which can’t always be helped) is damaging to channel health in more ways than one. Not only does YouTube deduct the view counts attributed to those videos, but our testing shows that velocity (a key factor driving the visibility that attracts audience) decreases.

If you look at our Live Ratings, www.tvi.touchstorm.com/liveratings, you can run a real-time report of YouTube channels based on category. Here’s a screenshot of Live Ratings we ran on Vlogs & Rants:

JennaMarblesBCP

YouTube star Jenna Marbles is doing extremely well, and definitely carrying out Best Channel Practices. She has removed 0 videos in the history of her channel. This also means she has never had views subtracted from her total. She also publishes regularly according to a schedule so her subscribers know when to expect content. Content regularity is one of the best ways to strengthen the connection with your subscriber base.

Next week we’ll take a look at how all of these “metrics that matter” roll up into a TVi score, which is the quickest way to determine the health of a YouTube channel.

Topics: YouTube Channel Analytics YouTube

Condé and Kandee: A Match Made in YouTube Heaven?

Just hours after we released our Special Report on the Consumer Magazine category on YouTube, comes this article from Advertising Age.

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In the article, Ad Age admires Condé Nast’s announcement of a deepening relationship with YouTube stars starting with makeup artist Kandee Johnson. The objective of the deals is of course to reach a younger (millennial) audience and to sell the high-priced ad space that will accompany a handful of new, original series. 

The Ad Age article made us wonder: How does this strategy
fit with what we just learned about Condé Nast in our
Special Report on the Consumer Magazine industry?

If you’re not yet familiar with our latest Special Report, we looked at 1,547 Consumer Magazine pubs on YouTube and discovered that surprisingly few are producing a meaningful audience (defined as 10 million views or more). Using our Touchstorm Video Index™ (TVi), we examined the metrics that matter for each of the 30 Channels in the Condé Nast YouTube universe. The resulting TVi score — a Ratings System, like a FICO or SAT score for YouTube Channels — reveals the overall health of a Channel beyond simply the traditional Views and Subscribers rankings.


Was it smart for Condé Nast to choose someone like Kandee Johnson over a better-known YouTube star (like the #1 most viewed in the makeup category, Michelle Phan, for example)? Would your magazine know how to even start to create a list of who to pursue as a potential partner?


The Touchstorm Video Index confirms that Kandee and Condé fit.
Let’s examine just two of our many metrics that reveal why Kandee is a better choice than Michelle to add value in a growth strategy for Condé Nast.

likeability Likeability
With a Likeability Index of only 106 — meaning that their content is 6% more apt to get a “Like” than the average Consumer Magazine content on YouTube — Condé Nast has plenty of room for improvement. And that’s a perfect way for Kandee to quickly help. Within her topic of makeup, Kandee has a Likeability Index of 175. Her fans actively “Like” her content! In contrast, Michelle’s Likeability score is only 93 — 7% lower than average. (The hidden peril of so many views.)

Condé Nast is smart in partnering with Kandee (and presumably the yet-to-be-announced others) because she quantitatively appears to have a clear understanding of what resonates with her fans. This new video series with Condé Nast will bring her already engaged fans to the new content, increasing their own Likeability Index scores along the way.

conversion Conversion
Another important and unique metric from the TVi shows how successful a channel is at converting its Viewers into Subscribers. Channels that do this well have figured out how to make content that their audience wants and how to market that content to draw a loyal following. Someone who subscribes to a Channel is opting in, essentially. They’re agreeing to accept email messages and accept alterations to their YouTube Home Page, all to see what new content is published. YouTube’s algorithms drive from a number of things that Subscribers impact. So ultimately, the better you Convert, the more Subscribers you have, and the more Subscribers you have, the better your visibility on YouTube becomes. That’s why Conversion is a critical albeit oft-overlooked statistic.

As a whole, Consumer Magazines are performing worse in Conversion than the average for all of YouTube… which is disappointing given that the magazines are professional content producers and most of YouTube is not. And this is a metric that Condé Nast needs even more help in than they do in Likeability. In fact, Condé Nast doesn’t even show up in our top 18 Converters chart of magazine publishing groups. At first glance at Kandee’s conversion ranking, she doesn’t look like the strongest choice, but here is where the evaluation of a partner gets a little tricky… Within her category, Kandee Johnson ranks:

•    #7 in Views
•    #10 in Subscribers
•    #234 in Conversion

That doesn’t sound so great. But then let’s look again at the queen of the category, Michelle Phan:

•    #1 in Views
•    #3 in Subscribers
•    #301 in Conversion

If Conversion is turning Views into Subs, how does that happen to Michelle who ranks higher than Kandee in both? It’s because Michelle has exponentially more times the number of Subscribers and Views than Kandee. That’s why it is so vital to evaluate a potential YouTube star partner on metrics that go deeper than just Views and Subscribers.

It’s time for magazines to live up to their content potential and start looking great on YouTube.  
Those are just two of many ways for magazines to evaluate potential partners on YouTube. We’ve got many more factors to share.

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To study any channel — and potential partner(s) — get a Channel Report with in depth performance metrics and competitive insights.

Are YOU a YouTube star wondering how suitors will evaluate your channel health? Get your TVi Score and your channel’s TVi Score badge to instantly let people know how great you are!

Topics: YouTube YouTube Content Strategy YouTube Video Marketing

We Studied Consumer Magazines on YouTube... The Insights Might Surprise You

Last week we released our Touchstorm Special Report on Consumer Magazines on YouTube. While it produced a multitude of insights on the Magazine Industry and their status on YouTube, one thing was glaringly obvious…

Only a handful of magazines are succeeding on YouTube! We studied 1,547 magazines and fewer than 8% produce a meaningful audience of 10 million viewers or more.

 

mag_slideshare 

This slideshare is a preview of our Magazine Report. In the full report, you’ll see who is winning on YouTube, who can do better, and what they can do to get there. Download the full report here.

YouTube is an untapped or underutilized resource by many magazines, and it’s often neglected as one of the most effective forms of social media. As a magazine publisher, they have a distinct advantage over other YouTube channels. They already have credibility as an expert, and brand recognition, yet they don’t have to push a specific product. 

So, who is doing well?

National Geographic is winning the magazine game on YouTube as far as views are concerned, with over 1 billion. They also are #3 by TVi score. They’re an established brand with universal appeal – because everyone loves animals, especially on YouTube. People might not subscribe to Nat Geo’s print magazine, but most everyone will click on a link that says “Cobra vs. Mongoose” (69 million views).

There’s never been a better time to connect with viewers – whether they are print subscribers or not. On YouTube, a publisher is able to cast a much wider net – and experiment with their content in a way they’ve never been able to before. It’s a great place to branch out a bit and reach people who might never have seen their content otherwise.

For more information, visit www.touchstorm.com.

 

Topics: YouTube Channel Analytics YouTube

Can YouTube Audiences Eclipse Print and Digital for Magazines?

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Where publishers stand on YouTube

We just released our comprehensive Special YouTube Report on Consumer Magazines. The report, which pulls its data from the Touchstorm Video Index™, offers some telling insights about the industry and how it’s faring in the digital age. 

It’s no longer enough to publish an excellent magazine and ship it out to a devoted subscriber base every month. While print subscribers are still important to consumer magazines, a new kind of subscriber matters more than ever: the YouTube subscriber.

Despite the importance of YouTube, the majority of magazines have not focused on this channel. They’ve focused their efforts on app building, or upping their social media efforts – neglecting the crucial fact that YouTube is social media, possibly the most important outlet of them all.

And it’s not just the editorial side of the business that can benefit from YouTube. The video platform attracts more ad dollars every year. Yet, within the Magazine Industry, YouTube is untapped by most of the publishers in the report. It’s a revenue source and an audience-building tool just sitting there waiting to be tapped.

Publishers have an advantage on YouTube that other channels do not, because they are widely considered to be experts within their respective topics. They are trusted voices, there to entertain and inform, not to push products. This also leads people back to a magazine’s owned and operated properties organically.

The amount of potential eyeballs on YouTube is staggering – there are more than 1 billion unique viewers on YouTube each month. It’s the perfect space for magazines to reach viewers outside of its narrow target usually reserved for print subscribers. 

So, who is getting it right on YouTube?

In our report, we compare three audiences: Paid Circulation, Total Monthly Web Visits, and Monthly YouTube views:

  • Of the 1,547 magazines studied, they found that a mere 6% were able to achieve more views on their YouTube channels than their website visits and their paid circulation from January to June 2014 combined.
  • Though 92 channels out of 1,547 is a low number, it highlights the potential that YouTube offers.
  • Some of the magazines with robust, successful channels on YouTube include MotorTrend, National Geographic, and Seventeen.
  • Only 8% of the magazines studied in our report show evidence of putting any effort into their YouTube channels.

This isn’t limited to the Magazine Industry either. If any YouTube channels look to the 8% mentioned above as a guide, they will see that regular channel maintenance and video uploads can help them to create a bigger asset than those they sell.

Generating views and revenue dollars in the digital age is not as complicated as it seems… as long as you do it right.

For more information on the Touchstorm Video Index Special Report, check out www.touchstorm.com.

 

 

 

Topics: YouTube Analytics YouTube Content Strategy

Breaking Down the TVi Channel Report: Likeability

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How Does the Channel Report Study Likeability?

We’re breaking down the “metrics that matter” in your customized Channel Report, which you can run at tvi.touchstorm.com. We’ve already talked about Views, View Density, Subscribers and Subscriber Conversion. Now let’s talk about how successful a channel is at making a connection with their viewer - Likeability.

A channel’s audience provides valuable feedback. When a viewer likes a video, they press the Like button (duh). What is the average rate of “liking” on YouTube? Surprisingly, it typically runs less than one-half of one percent.

Some videos, channels and topics generate a much higher Like rate than others. For each Topic, Conversation, and Theme in the Touchstorm Video Index, we determine the average Like rate and normalize it to an Index of 100, so that videos and channels in that competitive set can be judged on relative Likeability. The highest indices indicate very strong Likeability for the content.

This is important because the Channel Report lets you see how you stack up in Likeability against your competition and the best performers in your category – not the entire YouTube universe.

Let’s take a look at a Channel Report we ran on fan-favorite Epic Meal Time:

EpicmealtimeLikeability

The Like rating for epicmealtime is high and the Dislike rating is average. That means epicmealtime is generating greater than average positive engagement and average negative engagement with viewers.

In an effort to serve up the content that people are most interested in, YouTube's algorithms prize engagement. Therefore, videos have a much better chance of being featured as a Suggested Video offering when their engagement scores are higher. (Especially when you combine high engagement scores with high view counts and fast view velocity.)

If your Like and Dislike indices are both close to 100, then your channel is displaying patterns typical of the category norm. The more to the extremes you are, the more you are generating extreme emotions from those who watch your videos.

This statistic is an amalgam of all the videos in your library. It can really help you get a better handle on how viewers are responding your content in relation to those making similar videos.

Next time we’ll talk about Best Channel Practices – what it means and how it can help you understand the health of your YouTube channel.

Topics: YouTube Analytics

Breaking Down the TVi Channel Report: Subscriber Conversion

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Welcome to Part 5 of the Breaking Down the Channel Report Series!

We’re breaking down the “metrics that matter” in your customized Channel Report, which you can run at tvi.touchstorm.com. We’ve already talked about Views, View Density and Subscribers. Now let’s take a look at a real marker of a successful YouTube channel – Subscriber Conversion.

Conversion is how successful a channel is at converting viewers to subscribers. The TVi expresses this idea as Subscribers per Million Views, or Subs/MMV.

Building audience is different than building views. The goal isn’t only to inform or entertain viewers, but to keep them coming back for more. You should be monitoring how many people view your content, but also how they respond to it.

Conversion is something the YouTube Stars have mastered – their Conversion Rates are almost always the highest in any analysis. Let’s take a look at vlogger Jenna Marbles. Her channel is performing really well. Not only is she #1 in her category for Views and Subscribers, but she’s also #3 in the Top Performing Channels by Subscribers per MM Views. The average Subs/MMV in her category is 4,592 while Jenna’s average is an impressive 8,937.

JennaMarbles_SubConversion

The channels that are succeeding in Subscriber Conversion have figured out how to make the content their audience wants, and how to market that content to draw a loyal following. Once a channel is doing really well and starts to pick up steam, it’s hard to slow it down. 

What’s your Conversion Rate? Head over to tvi.touchstorm.com to find out. See how many people are subscribing to your content per million views. Your conversion rate can help you decide whether or not it’s time to tweak your content strategy. 

Join us next time when we look at Likeability, or viewers’ passion for your content.

Topics: YouTube YouTube Subscribers YouTube Content Strategy

Meet the woman beating Anna Wintour on YouTube

Chriselle_Full_Screen

This is Chriselle Lim.

She runs a fashion blog—The Chriselle Factor. She’s a stylist. She’s a style-maker. She’s active on multiple platforms, and she’s now a fixture at the fashion shows.

Chriselle owns the leading women’s fashion channel on YouTube. In fact, her channel was number one in TVi Score (more on that below...), above giant brands like American Vogue, Chanel, Dolce & Gabbana, Dior, and Prada. Her videos ‘stay chic’ with topics such as Fall Basic: Styling your Jeans, Journey of a Dress and My Greece Diary. She shares advice in a grounded, accessible way, and the content is extremely popular.

Check out what she’s doing on her other platforms, as well:

Bigger Than Anna Wintour

Believe it or not, Chriselle has more influence than Anna Wintour (the American Vogue channel) on YouTube. She is owning the conversation and the audience, and here’s why it matters:

As online—especially online video—continues to grow, the fashion vloggers are building a huge advantage over the traditional fashion mags, and even the fashion houses themselves. We’ve seen this happen in beauty already. We’re expecting this trend to continue, upsetting the balance of power and influence in the fashion industry.

As part of our efforts to categorize the entire YouTube platform—profiling millions of YouTube channels on a myriad of qualitative data points—we developed the Touchstorm Video Index™ (TVi™) Score chart. This rating balances the metrics that matter (Views, Subscribers, Conversion, Positive Passion, View Density, New Content Activity, etc.) to produce one number to represent the healthiest and best performing YouTube channels.TVi Score measures a YouTube channel’s health in two major areas: 1) how well it manages its channel according to best practices, and 2) the quality of its content strategy. 

In Women's Designer Fashion, the YouTube channel with the highest TVi Score is—guess who—Chriselle Lim. She comes in ahead of Vogue, Chanel and Dior. Chriselle’s TVi score isn’t too surprising given her ranking in views (#4), subscribers (#1) and conversion (#4). The TVi score affirms what we already know about her channel: she’s producing engaging content and using it to generate a following.

So what is it that makes Chriselle’s channel so successful?

Transparency and execution

Chriselle is open, warm and real, and she speaks directly into the camera. Her followers feel welcomed into her life. She recently announced her pregnancy and shared the very emotional story of a previous miscarriage. This transparency builds trust and makes her content inviting, addictive and sometimes truly moving.

Her personality and transparency goes a long way, but Chriselle also perfectly executes the fundamentals of channel management. Her videos are well branded, with great thumbnails. Her topics are relevant and effectively titled. And the content is top-notch—beautifully produced videos with great tips and insights that feature Chriselle well and fit in consistently with her exposure on other platforms.

Fashion is only getting bigger on YouTube. And Chriselle is doing it better than anyone else right now. We’d all do well to learn from her.

Lessons from the Beauty Gurus

If you’d like to read more, check out a landmark study we did a few years ago about emerging YouTube fashion personalities.

Topics: YouTube Channel

Breaking Down the TVi Channel Report: Subscribers

Welcome to Part 4 of the Breaking Down the Channel Report Series!

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We’re breaking down the “metrics that matter” in your customized Channel Report, which you can run at tvi.touchstorm.com. So far we’ve covered Views and View Density. Now let’s take a look at Subscribers and what they mean to the health of a channel.

Everyone knows subscribers are important. Just try to find a YouTube vlogger that doesn’t end their video with “Please subscribe.” Subscribing says that a viewer cares about a YouTube Creator’s content enough to commit. Subscribers are not just people who stumble across your content; they are your audience by choice. A subscriber is someone who likes what you have to say and wants to hear more. 

Your Channel Report will tell you tell you how many subscribers your channel currently has, as well as your rank in subscribers within your category, or conversation. This is a good way to keep up on your competition, or to find potential collaborators. You’ll see a graph that shows you how you stack up against the average amount of subscribers for the Top 10 channels in your category, and the average amount of subscribers for your entire category. Here’s a screenshot from a report we ran on fashion guru Chriselle Lim:

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Another graph displays the Top 30 channels in your category with an individual breakdown of their subscriber counts, like this screenshot from a report we ran on makeup guru Michelle Phan.

Michelle_Phan

You can also see your rank in subscribers out of every channel that has been profiled in the Touchstorm Video Index so far. If your channel hasn’t been profiled yet, what are you waiting for? Join the YouTube Genome Project! You’ll get all of these insights and much more. 

How many subscribers you have is key to your channel’s success. But once you understand Subscriber Conversion rates, you’ll be even better equipped to figure out how viewers are responding to your content. We’ll delve into what Subscriber Conversion means in the next installment, so stay tuned!

Topics: YouTube Channel Analytics YouTube Subscribers YouTube Content Strategy